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WHO WE ARE
● Website Development & Design
● Web Marketing Strategy, Training, and Analysis
● Web Applications, iOS apps, Android apps
WHO WE ARE
● Website Development & Design
● Web Marketing Strategy, Training, and Analysis
● Web Applications, iOS apps, Android apps
The Digital Solutions Management Team
WHY DIGITAL SOLUTIONS
WHY DIGITAL SOLUTIONS
Clients in 9 States :: Software Users in 41
Marc Ohmann
● Born, Raised and Live in Bloomington
● U of M Computer Science and
Engineering
● 15 Years Running Digital Solutions
● Wife (Angie), Daughter and Two Sons
WHERE ARE WE GOING?
1. Overview of Internet Marketing Today
WHERE ARE WE GOING?
1. Overview of Internet Marketing Today
2. How Google AdWords Fits
WHERE ARE WE GOING?
1. Overview of Internet Marketing Today
2. How Google AdWords Fits
3. Case Study
WHERE ARE WE GOING?
1.
2.
3.
4.
Overview of Internet Marketing Today
How Google AdWords Fits
Case Study
Q&A
Are you ready for a quick QUIZ?
Do growing companies invest heavily in SALES?
Do growing companies invest heavily in RELATIONSHIPS?
Do growing companies invest heavily in VISIBILITY?
Do growing companies invest heavily in GETTING
FOUND?
Do growing companies invest in NURTURING
LEADS?
Do growing companies
invest heavily in
WEBSITES?
At the center of it all is
the WEBSITE
Websites and your presence online are measured by three metrics:
Websites and your presence online are measured by three metrics:
Websites and your presence online are measured by three metrics:
Websites and your presence online are measured by three metrics:
Websites and your presence online are measured by three metrics:
WHAT IS ADWORDS?
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
• Only pay for clicks
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
• Only pay for clicks
• Google manages display and budget
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
• Only pay for clicks
• Google manages display and budget
• Quality score matters
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
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Only pay for clicks
Google manages display and budget
Quality score matters
Quickest way to lose $10k
ADWORDS IS:
AdWords offers pay-per-click (PPC), that is, cost-per-click (CPC) advertising,
cost-per-thousand-impressions or cost per mille (CPM) advertising, sitetargeted advertising for text, banner, and rich-media ads, and remarketing.
Of $55.5 billion in revenue $50.5 billion is from AdWords (91%)
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Only pay for clicks
Google manages display and budget
Quality score matters
Quickest way to lose $10k
The Quickest way to make $10k
WHAT IS ADWORDS?
WHAT IS ADWORDS?
WHAT IS ADWORDS?
WHAT IS ADWORDS?
WHAT IS ADWORDS?
WHAT IS ADWORDS?
WHAT IS ADWORDS?
ADWORDS IS:
Targeted Visibility
ADWORDS IS:
Targeted Visibility By
 Search phrases
ADWORDS IS:
Targeted Visibility By
 Search phrases
 Browsing habits (Retargeting)
ADWORDS IS:
Targeted Visibility By
 Search phrases
 Browsing habits (Retargeting)
 Demographics
ADWORDS IS:
Targeted Visibility By
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


Search phrases
Browsing habits (Retargeting)
Demographics
Content being viewed
IN ESSENCE ADWORDS IS:
CASE STUDY
● Cheryl runs Happy Orchards Apples
● She has invested her life savings into
these trees
● Summer rains brought a record harvest!
● Cheryl needs more customers
● Cheryl’s Brother-in-law Recommends
AdWords
● Cheryl Creates her first AdWords
campaign!
CASE STUDY
Cheryl finds plenty of people searching for her products
CASE STUDY
Cheryl creates some ads
CASE STUDY
Cheryl sets a daily budget
CASE STUDY
Cheryl goes back to
picking, cleaning, sorting,
bagging and selling apples.
CASE STUDY
Traffic to Cherly’s Website is up over 300%
CASE STUDY
But Something Doesn’t Seem Right
CASE STUDY
Traffic to Cherly’s Website is up over 300%
CASE STUDY
What did Cheryl do wrong?
• Negative Keywords
CASE STUDY
What did Cheryl do wrong?
• Negative Keywords
• Mobile Devices
CASE STUDY
What did Cheryl do wrong?
• Negative Keywords
• Mobile Devices
• Search and Display Networks
CASE STUDY
What did Cheryl do wrong?
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Negative Keywords
Mobile Devices
Search and Display Networks
Constant Monitoring (keywords, bidding, ad copy, …)
CASE STUDY
What did Cheryl do wrong?
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Negative Keywords
Mobile Devices
Search and Display Networks
Constant Monitoring (keywords, bidding, ad copy, …)
Conversion Optimization
CASE STUDY
What did Cheryl do wrong?
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Negative Keywords
Mobile Devices
Search and Display Networks
Constant Monitoring (keywords, bidding, ad copy, …)
Conversion Optimization
Lead Tracking
CASE STUDY
What did Cheryl do wrong?
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Negative Keywords
Mobile Devices
Search and Display Networks
Constant Monitoring (keywords, bidding, ad copy, …)
Conversion Optimization
Lead Tracking
• Total loss $1,800 over 1 month
GREAT ADS
• Linked closely to keywords
GREAT ADS
• Linked closely to keywords
• Contain a call to action
GREAT ADS
• Linked closely to keywords
• Contain a call to action
• Limit risk for buyer
GREAT ADS
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Linked closely to keywords
Contain a call to action
Limit risk for buyer
Use precise numbers
GREAT ADS
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Linked closely to keywords
Contain a call to action
Limit risk for buyer
Use precise numbers
Use funny characters
GREAT ADS
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Linked closely to keywords
Contain a call to action
Limit risk for buyer
Use precise numbers
Use funny characters
Include the benefit
GREAT ADS
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Linked closely to keywords
Contain a call to action
Limit risk for buyer
Use precise numbers
Use funny characters
Include the benefit
Contain Name, Address and Phone when local
TIPS TO SAVE BUDGET
• Negative Keywords
TIPS TO SAVE BUDGET
• Negative Keywords
• Scheduling Ads
TIPS TO SAVE BUDGET
• Negative Keywords
• Scheduling Ads
• Split Tests
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
Mobile Search
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
Mobile Search
Languages
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
Mobile Search
Languages
Bounce Rate
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
Mobile Search
Languages
Bounce Rate
Location Targeting
TIPS TO SAVE BUDGET
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Negative Keywords
Scheduling Ads
Split Tests
Match Types
Quality Score
Networks
Mobile Search
Languages
Bounce Rate
Location Targeting
Remarketing
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
● Seeing which channels drive not only the most traffic but the traffic that
turns into customers
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
● Seeing which channels drive not only the most traffic but the traffic that
turns into customers
● Seeing what social media accounts visitors to your site use
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
● Seeing which channels drive not only the most traffic but the traffic that
turns into customers
● Seeing what social media accounts they are on
● Seeing which of your YouTube videos a prospect has watched
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
● Seeing which channels drive not only the most traffic but the traffic that
turns into customers
● Seeing what social media accounts they are on
● Seeing which of your YouTube videos a prospect has watched
● Seeing a full history across all their devices of what actions a prospect has
taken on your website
LEAD TRACKING ALLOWS:
● Seeing not only what visits happened on your site but WHO visited
● Viewing all data collected on a lead in one location
● Seeing which channels drive not only the most traffic but the traffic that
turns into customers
● Seeing what social media accounts they are on
● Seeing which of your YouTube videos a prospect has watched
● Seeing a full history across all their devices of what actions a prospect has
taken on your website
● Seeing what influence they have online and how you can most easily
engage with them
LEAD TRACKING
SUMMARY:
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AdWords is the easiest/quickest method to increase visibility
AdWords is the easiest/quickest method to lose $10,000
AdWords is the easiest/quickest method to make $10,000
Think holistically about your marketing to gain the most benefit
Thank You! Questions?